The service quality affecting customer loyalty toward food delivery service in Thailand

Abstract

Over the past five years, the market value of food delivery services business has grown by an average of 10 percent annually. The key player for this market growth is service providers through application. Moreover, the entry of new players has made the market more competitive. Therefore, service providers keep their customers by increasing loyalty with a higher service quality to make customers satisfied and continue to use the service. In consequence, the objective of this study is to examine the impact of service quality on customer loyalty toward food delivery service in Thailand. The study method is quantitative, using primary data from the survey of 310 Generation Y customers who have experience with food delivery service and live in Bangkok and vicinity. Multiple regression analysis was performed to analyze the data. The outcome presents that customer loyalty is positively affected by service quality and sub-factor from service quality, that is delivery time suitability.